An Efficacy Of Customers Level Of Perception Towards Generic Medicines In Salem District

ABSTRACT Consumer buying behaviour plays an important role in the decision making process. Various factors, like perceptions about brand familiarity, product quality, and price, brand trust, etc., consumers take into account in their buying behavior. Generic drugs have been introduced in our country long ago, yet many people do not have knowledge about their uses and values. So it is the duty and responsibility of all aware individuals to help people understand the term "generic drug" and to spread its awareness in terms of safety and efficacy. Generic medicines are an emerging area and are assumed to be very important for the Indian pharmaceutical industry in terms of global trade. Consumers’ awareness of the positive aspects of generic drugs is important in increasing their support for generic drug substitution practices. The present work has important implications for consumers, Indian Pharmaceutical Industries and law makers in the context of world trade and its impact on the Indian economy. The government of India is recognizing the importance of prescribing generic medicines to poor people as they are unable to earn their living wage, so how can they afford costly brand medicines? This study focuses on the substitution of branded medicines with generic medicines and helps in the development of good marketing strategies directed toward consumers to promote the use of generic drugs.